Chapter 984： Oprah TV

The Discovery Times Channel, as the name suggests, is a TV channel jointly established by Discovery Communications and The New York Times. Mainly according to the "New York Times" sources, broadcast some realistic content.

"When I was at NBC, I understood a truth. There is no love in the commercial market, and the strong survive. The New York Times is an old partner of exploration and communication, but the Times Channel is not performing well, so it must be repositioned. ."

Banning the Discovery Times Channel at the risk of running afoul of The New York Times is the first bold decision David Suslav has made since he took over as CEO of Discovery Communications.

The success of this decision also provided a strong prestige guarantee for him to carry out further reforms and management restructuring in the Discovery Communication Company.

David Suslav said: "After the Discovery Times Channel was banned, I reorganized a department and created a new Discovery Detective Channel (ID Channel) to replace the location of the Discovery Times Channel. This channel focuses on crime, criminal investigation, Documentary programs are the main content, and all the management of the "New York Times" faction have been cleared. After more than half a year, the ratings of this new channel have increased by a full 52% compared to the previous Times channel. "

Tang En was quite moved and nodded.

He really didn't know about this matter. He was carrying out reforms under the pressure of The New York Times, and he was bold enough.

The results you have achieved are really eye-catching. In less than a year, the ratings have increased by 52%!

A 52% increase in viewership is not equivalent to a 52% increase in revenue, it will be higher.

The commercial market is a winner-take-all rule, and advertisers like to work with TV stations with high ratings.

The higher the ratings, the more incentivized the competition and the higher the advertising costs.

When the ratings are low, there will be fewer cooperative advertisers concerned, competition will be low, and advertising fees will be lower and lower.

"So, next year, the advertising revenue of the Discovery Detective Channel will double, right?" Dunn asked a very layman's question.

Jeff Zucker laughed, "More than double?"

David Suslav explained with a smile: "Although it is a newly developed channel, it is our star channel. The audience is very interested in the content of crime and criminal investigation. The advertising revenue in the fourth quarter has been higher than that in the first quarter. 120%. In the first half of next year, our goal is to double our turnover again!”

Discovery Channel is a low-cost cable station that now covers more than 70% of households in the United States. For such a channel, the subscription fee is a small part of the income, and the advertising fee is the big part.

Dunn really doesn't know much about the TV business.

Anyway, professional things are left to professional people, who can make decisions based on the results.

David Suslav added: "The second point is the reform and reorganization of the Discovery Learning Channel and the Discovery Travel Life Channel. The former is only for the US market, and the latter is only for the overseas market. This kind of unilateral The business strategy is not in line with the current development strategy of Discovery. For Discovery, whether in Russia or Romania, when you turn on the TV, what people see should not be an American channel, but global content. That It's our quest!"

"well said!"

Tang En put down his chopsticks and couldn't help applauding.

Jeff Zucker added with a smile: "He also changed the mission and slogan of Discovery Communications, exploring new explorations ('S_NEW_), which has an international perspective."

Tang En said with deep understanding: "The media age in the United States is changing too fast. The performance of traditional media such as radio, newspapers, and magazines has plummeted, and the spring breeze of TV will not last long. Focus on internationalization and develop overseas media markets that are relatively backward. This is the new path for this traditional media to go on.”

The pay-TV market in the U.S. is quite mature and growing slowly. But in the international market, the annual growth rate of revenue and profits can easily reach 50%.

Jeff Zucker and David Suslav looked at each other, shook their heads silently, and said nothing.

They can't agree!

Dunn has expounded the crisis theory of the TV industry more than once in the internal meeting of New Universal, which made the two TV people feel very uncomfortable, thinking that Dunn is excessively promoting the Internet and new media, and some demonized the TV industry. .

If you look at Comcast's rise to the top and become a new generation of media giants in the United States, you can see how huge the market for the TV industry is.

In their opinion, the fundamental reason for the global distribution of the Discovery Communication Channel is that the US TV market is too competitive. The Discovery Communication channel, which is a niche channel, can only develop outwards and take advantage of the current global economic situation to seek profits. room for growth.

Dunn had a panoramic view of their expressions and remained calm.

He sighed slightly in his heart.

Both of them are very good TV people and have very strong management skills for the TV industry. Discovery Communications' accomplishments over the past year have even had Wall Street analysts chanting that David Sarslav "evoked a sleeping new giant."

He even compared him to Michael Eisner, who joined Disney when he first started.

With a burly stature, a hard face, and the style of a Hollywood action star, he has a strong wrist and is resolute... At first glance, he is a talented person who can do great things.

Unfortunately, the layout is limited.

In the core layer of the new Universal in the future, it is difficult for the names of Jeff Zucker and David Suslav to appear.

The Exploration and Communication Company in the previous life did survive the impact of the emerging media on the Internet, but it was only surviving, and it was not qualified to challenge the emerging media at all.

This kind of traditional TV media people can only be arranged in the traditional TV industry.

Higher-level leaders still depend on Robert Iger, Kate Turner, Andrew Mooney, and even Tosca Musk, Reed Hastings, and Mark Zuckerberg who are often "crazy" people.

As the boss, Dunn has been secretly inspecting some excellent managers in recent years.

His job is not to deal with the huge, trivial and complex business of New Universal.

His job is to manage people.

is to select the most suitable senior management for New Universal.

David Suslav, who did not know this, was still enthusiastically reporting on his outstanding achievements in the past year: "At a time when feminism is becoming more and more prosperous, I use the resources of the Discovery Learning Channel and the Discovery Travel Life Channel. Through integration and reorganization, a Discovery Women's Channel (TLC Channel) was created, mainly to help female users pursue and show a lifestyle that is more in line with modern women. Once this channel was launched, it became very popular and was introduced to 75 countries and regions. Region. Within half a year, the coverage of the program has expanded from 50 million households to 100 million households. Currently, TLC channel ranks sixth in the ranking of basic cable channels in the United States!"

Dunn continued to recognize him and said with admiration: "The channel that explores the lives of women in the new era and keeps pace with the times is a good idea!"

At this time, Jeff Zucker had snorted and finished a plate of spaghetti, and said seriously: "As a TV media company, success is actually very simple, we need to produce high-quality content and fully satisfy the curiosity of the audience. It should be at the heart of all media companies, and it should be at the heart of media companies’ focus.”

David Suslav took a sip of water and said: "Exploration and Communication is still very old-fashioned. In order to push better and better content to users, it must be further reformed and reorganized. This year, I have completed a pair of 5 The ban, reform or reorganization of the channel. Next year, it will continue. The first to be operated is the Discovery Health Channel and the Discovery Children's Channel. If these two channels are not changed, they will really die."

Tang Endao: "The HD-DVD market is very hot, and high definition is a popular concept. We might as well launch high-definition channels in a timely manner." (HD means high-definition)

"HD_Theater is being tested and will be launched next year. It mainly focuses on the content that male audiences like cars, sports, adventure, travel and so on." David Suslav said, a touch appeared on his face With a confident smile, "Next year, Discovery Communication will welcome a major partner!"

Jeff Zucker obviously knew the inside story, smiled slightly, and didn't pierce it.

Tang En laughed and said, "You even drove the New York Times away, who would dare to cooperate with you?"

David Suslav laughed: 'Oprah Winfrey, the queen of talk shows!'

"is her?"

Dunn was quite surprised.

In the United States today, which woman is the most influential and most beloved by the American people?

Not Oprah!

In this year's "Forbes" year-end celebrity list released this year, Dunn ranked first without any suspense.

And among the rankings of women-

Nicole Kidman is fourth!

Charlize Theron is third!

Angelina Jolie is number two!

Oprah Winfrey is number one!

In the overall list, Oprah is only behind Dunn, Spielberg and Johnny Depp, ranking fourth.

"Vanity Fair" commented on her: "In popular culture, she may have more influence than any university professor, politician or religious leader except the Pope."

Getting Oprah Winfrey on the Discovery Channel was a sensation.

Unexpectedly, there are more sensational.

David Suslav said: "The day I took over as CEO of the company, I started contacting her about the possibility of cooperating to launch a cable channel. She was so influential, talk shows, movies, novels, books, It may not be impossible for TV stations to be involved in various fields such as consumer goods."

Dunn blinked, "You mean... you want to launch a TV channel through a joint venture between Discovery Communications and Oprah Winfrey? Oprah TV?"

Ended the cooperation with The New York Times and turned to Oprah. The idea was very clear.

David Suslav smiled, "She's agreed!"

"Agree?" Tang En was shocked, "does she have so much energy?"

"The Oprah Talk Show" is a television program produced by Oprah's television company, where she is the chairman, chief producer and host. After the program is finished, she sells the program to major TV stations to broadcast.

It is the most popular and highest-rated talk show of all time in the United States.

David Suslav's purpose is simple, launch a TV station with Oprah, and then... monopolize all her TV shows!

"I have persuaded her, if nothing else, there will be news in the near future. "The Oprah Talk Show" has been on the air for 18 years, and she plans to launch it on September 9, 2006, on the 20th anniversary of the broadcast. Come on, end this show. Not saying goodbye to TV, of course, but focusing on our own Oprah TV channel, a TV channel that only shows Oprah TV shows."

"September 2006..."

Dunn's eyes narrowed slightly.

It's a very clever time.

According to the current plan, the new Universal will be listed in August 2006.

This woman is really smart!

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